This 100g bar of 35% cocoa milk chocolate is obviously aimed squarely at the would-be buyer of slightly more expensive Swiss milk chocolate, but obviously the main difference here is that all of the ingredients that can be organic and fairly traded are just that.

The wrapper tells the customer that this chocolate is made from Trinitario beans grown in Santa Domingo in the Dominican Republic and promises soft, spicy cocoa flavours.

It’s fairly sweet, and just a shade over half of this bar is indeed sugar of one sort or another. As a potential rival for other, better-known milk chocolate bars it shapes up pretty well, offering just what was promised – soft, slightly spicy cocoa notes sitting in a creamy, soft, sweet melange of flavours. Don’t let the ‘spicy’ reference fool you though – this chocolate isn’t going to burn your mouth or make small children complain.

I’d be happy to think that a good number of people might try something like this and forsake their usual oil-ridden poor quality, ethically questionable chocolate forever. I picked this (and its darker sibling) up half price so now is a great time to try it. It’s never going to revolutionise chocolate but it’s a much better alternative to a lot of milk chocolate that you’ll see sitting next to it.